After cementing its reputation as a go-to brand for urban transportation, Uber is now turning its focus to the suburbs. Its new campaign, “There Are Drivers in Your Area” highlights that the convenience of ride-hailing extends beyond city centers, reminding people they can request a ride even in less populated neighborhoods. This marks Uber’s first U.S. campaign by Mother, the creative agency already behind the brand’s advertising in the U.K.
The campaign features a series of 15-second ads directed by Michael Spiccia via MJZ, each portraying relatable suburban scenarios where Uber comes to the rescue: a dog that refuses to take another step, a man struggling to load an antique clock into his car at a yard sale, and a sleepy family rushing to catch a 5 a.m. flight.
Complementing these short clips is a longer, more emotional film titled “In Good Time,” which follows a couple through the fleeting moments leading up to their Uber’s arrival. Their story begins at a suburban bar with six minutes on the clock and ends in a pivotal moment outside a costume party, when the woman turns to ask, “Do you have a minute?”
“We’re reimagining how Uber fits into daily life outside the city, because wherever you are, there’s a driver you can count on,” Georgie Jeffreys, head of marketing at Uber North America, said in a statement.
According to Oriel Davis-Lyons, chief creative officer at Mother New York, the campaign’s creative direction emphasizes how Uber has seamlessly integrated into daily life, even outside major cities. “It’s a big, expansive, story-driven platform for a brand that’s inextricably woven into the fabric of American life,” he said.
